EXAMINING THE ROLE OF DESTINATION PERSONALITY IN PREDICTING TOURIST BEHAVIOUR

Abstract

Although the efforts of destination branding have started since 1960’s, the importance of destination personality in creating the destination brands has been left largely unexplored. This study aims to explore the perceived destination personality of India and to investigate the relationships between destination personality, tourist–destination relationship, self–congruity and destination loyalty. This present study is conceptualized based on the brand relationship theory and attitude theory. A sample of 356 foreign tourists visiting Shimla and Dharamsala-famous holiday destinations in India-is collected using the convenience sampling technique. SPSS 20 and AMOS 20 were used to perform the various multivariate analysis such as factor analysis, confirmatory factor analysis and structural equation modeling. In order to measure destination personality, a scale with six dimensions, such as courteousness, vibrancy, creativity, conformity, viciousness, and tranquility is developed. All other remaining constructs have been measured using previously developed scales. The results of the study reveal that tourists attribute personality traits to the destinations. Furthermore, the results of structural equation modeling reveal that destination personality positively influences tourist–destination relationship which further affects tourist’s post visit behavior. In addition, within the context of tourism destinations, this study supports the self–congruity theory and reveals that self–congruity directly or indirectly influences tourist–destination relationship which further influences tourist’s post visit behavior. The collective role of destination personality and self–congruity in influencing tourist behavior through tourist–destination relationship is investigated for the first time in this study. The study findings additionally offer multiple theoretical and practical implications for both academicians and practitioners. The parts of this thesis work have been published as research papers in journals of repute such as Journal of Hospitality & Tourism Research (Sage), Tourism Management Perspectives (Elsevier), Advances in Hospitality & Tourism Research and Anatolia (Taylor & Francis).